Google Inc is looking to make it easier for people to shop while using its Web site, launching a trial run of a feature allowing smartphone users to make online purchases from their search results.
The introduction of “Purchases on Google” comes as Facebook Inc and Pinterest Inc also try to make it easier for people to shop while using their sites, putting themselves in position to profit from transactions or related advertising.
“Although we’re still in early experiments with a limited number of retailers, we see ‘Purchases on Google’ as a big step towards helping retailers drive more mobile conversions and win more customers,” Google shopping product management vice president Jonathan Alferness said in a blog post.
Mobile devices, typically smartphones, are increasingly consulted before or during shopping trips in the US, influencing nearly US$1 trillion in in-store sales last year, Alferness said.
When people make shopping-related searches using Google, results may include ads featuring “Buy on Google” buttons that can be clicked to jump to pages where they can check out using payment credentials stored in Google accounts.
“Purchases on Google will simplify our customers’ ability to search for items on Google and then buy with Staples,” Staples executive vice president of global e-commerce Faisal Masud said in the blog post.
Google also rolled out enhancements to shopping ads on mobile devices, including expanded information regarding topics such as product ratings and whether items are available at nearby stores.
“As the consumer continues to rapidly adopt mobile as their primary device, we have to more at a similar pace in how we reduce purchase friction and enhance the user experience with our brand,” Under Armour chief revenue officer of digital Jason LaRose said in the blog post.
“Google’s technology solutions help us innovate,” he said.
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